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Complete Profit Guide - Contents

Section 1 - Introduction

  • Hello
  • The opportunities are there
  • Don't worry about mistakes
  • Read and learn from others.
  • Follow the success formula
  • The importance of small businesses
  • The problems of a small business
  • The best profit improvement ideas for small businesses
  • Time management
  • Pareto's law
  • Get a good product

Section 2 - Your strategy

  • Your personal objective
  • Your business strategy

Section 3 - Organising & managing your business

  • At McDonald's
  • Organisational strategy

Section 4 - Systematising your business

  • Putting the system in the box
  • Management systems - do without experienced managers

Section 5 - People strategy

  • It's all about motivation
  • They must want to play your game
  • The rules of the game
  • Recruitment, induction, ongoing & leavers

Section 6 - Times change

Section 7 - Marketing strategy overview

  • Customer dedication
  • Adding value
  • The 2 ways to increase profits
  • Is it sales or marketing?
  • The power of leveraging
  • Isn't it time to start generating leads?

Section 8 - Your target market

Section 9 - Unique selling proposition(USP)

  • When it absolutely, positively, has to be there
  • How to find your USP or UPB
  • How to write your USP

Section 10 - Guarantee it with risk reversal

  • Remove the risk completely
  • Are you worried customers will take advantage?
  • To improve the power of guarantees...

Section 11 - Testimonials & case studies

Section 12 - Your pricing strategy

  • What's the best price?
  • Value pricing
  • How to raise prices
  • Discounting for profit

Section 13 - Get your fonts right

  • Serif fonts
  • Sans serif fonts
  • Script fonts

Section 14 - Customer satisfaction is of no use

  • Only loyalty matters
  • How customers are treated
  • Being friendly
  • WOW your customers
  • Angry customers, complaints & policies
  • Give help without the expectation of return
  • The phone's ringing, is someone going to answer?
  • Customer visits to the premises
  • To get loyalty
  • Business is great & we're looking for more
  • Your mission statement
  • Focus groups

Section 15 - More preparation

  • Your business name
  • Geographic location
  • Company image
  • Colour & shape guide
  • Your logo
  • Stationery
  • Your premises
  • Displays
  • Shop window ideas
  • Sign magic
  • Posters
  • Telephone numbers
  • Freepost & business reply
  • Food & drink
  • Dress
  • Strapline
  • Vehicles
  • Opening hours
  • Speed of service
  • Gift certificates
  • What are the competition doing?
  • Get feedback
  • Attitude
  • Payment methods
  • Business awards
  • Charity incentives

Section 16 - Contact management database & lists

Section 17 - Testing, measuring & budgeting

  • Why test?
  • The lifetime value of a customer
  • How to test
  • The law of probability

Section 18 - Lead generation

  • Brand marketing v direct marketing
  • Using an ad agency
  • One step & two step lead generation
  • Hard v soft offer
  • Qualification of leads
  • Written lead generation tools & AICDA
  • How to write powerful headlines
  • The opening words
  • How to write body copy
  • Generate interest
  • Create desire
  • Building credibility
  • More top tips
  • Call to action
  • Formatting tricks
  • Editing
  • Gimmicks
  • Be ready for the response

Section 19 - How to grow with advertising

  • Advertising does work
  • How to advertise in the best places
  • Start with a small ad
  • Negotiate the ad price
  • Negotiate the position of your ad
  • How to write your ad
  • How frequently should you run the ad?
  • Classified ads
  • Directory advertising
  • Secrets to get to the front of your directory classification
  • Optimizing the size of your directory ad
  • Layout of directory ad
  • Adding pictures to adverts
  • Inserts

Section 20 - Sales letters - sausage & sizzle

  • Sales letter work
  • Salutation rules
  • Signing off
  • The P.S.
  • More top letter tips
  • The reply device
  • How to get your envelope opened
  • Example letter layout
  • Postcard marketing

Section 21 - Fax advertising

  • Selecting your fax bureau
  • Fax format
  • When to send the fax

Section 22 - Internet marketing

  • How to build your web site
  • Search engine optimisation
  • More web marketing ideas
  • E-mail marketing
  • Getting repeat visitors
  • Fantastic web resources

Section 23 - Telephone marketing & selling

  • Telemarketing that works
  • Getting ready to call
  • Beating the gatekeeper
  • Opening with your prospect
  • Asking questions
  • Developing the dialogue
  • Asking for the desired action
  • Literature requests
  • Follow up
  • Closing the sale

Section 24 - How to write press releases

  • Press releases that work
  • Format of the release
  • Your press kit
  • How else to make sure it's published
  • Now leverage
  • Example press release layout

Section 25 - Presentations and seminars

  • Why seminars work
  • Finding your audience
  • Promoting your seminar
  • Preparing the seminar
  • Equipment tips
  • Controlling the nerves
  • Your introduction
  • Development
  • The end
  • Follow up
  • Now leverage

Section 26 - Networking magic

Section 27 - How to write newsletters

Section 28 - Proven referral systems

Section 29 - The power of endorsement marketing

  • Hosts & beneficiaries
  • The start up business people
  • The endorsement offer
  • How to operate the endorsement arrangement
  • How else to use endorsement marketing

Section 30 - How to write special reports

Section 31 - The competition busting special report

Section 32 - Tip sheets

Section 33 - Information packs

Section 34 - Brochures

Section 35 - Catalogues

Section 36 - Mad marketing ideas

Section 37 - How to convert your leads into paying customers

  • A conversion system
  • The quality of your lead
  • Sales conversion letters
  • Future contact letter
  • More information letter
  • Sowing the seeds letter
  • Sales conversion letter
  • The buyers remorse letter
  • The sales meeting
  • The preparation stage
  • Greeting the prospect
  • The chit chat
  • Asking questions
  • Listening
  • Now it's your turn
  • Overcome the objections
  • The close
  • The follow up - making 3109% more sales

Section 38 - The re-Selling system

  • Why use re-Selling
  • Re-Selling tools to increase the average order value
  • Re-Selling tools to increase the frequency of purchase
  • Re-Selling tools to keep your customers longer
  • The windows of opportunity chart

Section 39 - Finance: managing the money

  • The accounting system
  • Management information
  • What if questions

Section 40 - Cost controls & expense minimization

Section 41 - Using barter to reduce costs

Section 42 - How to make sure you get paid

Section 43 - Minimizing your risks

Section 44 - How to raise finance

  • How to get your bank to say "Yes"
  • Small firms loan guarantee scheme
  • Factoring
  • Hire purchase & leasing
  • Trade credit
  • Equity finance
  • Venture capital
  • Business angels
  • Grants

Section 45 - Choosing your business structure

  • Limited company
  • Partnership
  • Limited liability partnership (LLP)
  • Sole trader
  • Franchising

Section 46 - How to find a product to market

Appendix - Recommended reading & information sources